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Engagement, satisfaction and customer behavior-based CRM performance: An empirical study of mobile instant messaging

Vittoria Marino (Department of Management and Innovation Systems, University of Salerno, Fisciano, Italy)
Letizia Lo Presti (Department of Management and Innovation Systems, University of Salerno, Fisciano, Italy)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 8 August 2018

Issue publication date: 4 October 2018

4242

Abstract

Purpose

In recent years, marketers have adopted new technologies to engage customers and better meet customer needs throughout the customer journey. The purpose of this paper is to investigate the impact of consumer engagement on satisfaction and behavior-based CRM performance generated by mobile instant messaging (MIM) services. The objective is to verify which aspects of consumer engagement generate satisfaction and optimize customer relationship management.

Design/methodology/approach

Data were made available for analysis from an online survey on customers who had been contacted or had contacted an organization by means of MIM. Based on literature analysis, relations between customer engagement dimensions, satisfaction and behavior-based CRM performance were studied by using structural equation modeling.

Findings

The cognitive engagement dimension and the emotional engagement dimension affect the level of satisfaction, but only the emotional engagement dimension has an effect on the behavior-based CRM performance, while social engagement does not affect satisfaction and CRM performance. Moreover, this study confirms the relationship between customer satisfaction and customer behavior-based relationship performance.

Practical implications

MIM used as support to the relationship with customers contributes to generating customer satisfaction and increases the value of service performance revealing it an excellent marketing tool in support of the customer journey.

Originality/value

This research extends our understanding of customer engagement in the ambit of the instant messaging application used for business that so far has not been investigated. This work shows how instant messaging can be a valid instrument for customer relationship management in optimizing the benefits deriving from the adoption of disruptive innovations.

Keywords

Citation

Marino, V. and Lo Presti, L. (2018), "Engagement, satisfaction and customer behavior-based CRM performance: An empirical study of mobile instant messaging", Journal of Service Theory and Practice, Vol. 28 No. 5, pp. 682-707. https://doi.org/10.1108/JSTP-11-2017-0222

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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